Branding and wayfinding as a customer experience 32

Collins Square
Five commercial towers, 200m of Collins St frontage and an A-list of tenants made this a project we're particularly proud of.

A destination of choice

At the gateway of the evolving Docklands in Melbourne is the largest CBD commercial precinct in Australia. Collins Square is a $2billion multi-use development that occupies an entire city block, comprising five commercial towers, a retail podium and various public spaces.

With 200m of prominent Collins Street frontage and an A-list of corporate tenants, this bold development has set new standards in commercial precincts, tenants and amenities.

The aspiration for the precinct was for an after-hours destination and a location/destination of choice within the Docklands.

A safe pair of hands

Collins Square is exposed to up to 46,000 people daily so the customer experience was a key element in the overall wayfinding solution. Integration and activation within the space needed to be focus of any solution.

Collins Place also required all the vehicle navigations, public transport integration, key entry and key focal points to be reviewed. Pedestrian circulation presented potential navigational challenges, due to the sloping nature of the site and its combination of commercial, retail and entertainment spaces.

Navigational ease and legibility were crucial considerations for each user group including legibility and visibility of messages and information. Brookfield Multiplex needed a safe pair of hands to deliver this user experience, from start to finish.

A sense of place

Diadem was appointed to undertake this task. We worked closely with concept designers Semaphore Studio, within the context of the surrounding area to enhance the site identity, to create a sense of place and connectivity, and to integrate, animate and enliven the entire precinct.

A kit of parts was established and developed for all sign types throughout the precinct, aligned with the vision, architecture and landscape. Over a 12-month period, as towers came online, signage was installed into each of the Collins Square properties.

Diadem was subsequently approached by Brookfield Multiplex to procure and manage the construction and implementation of the signage across the site.

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